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The Australian Internet and tech report
1. The Australian
Internet and Tech Report
Volume 11, 2009
Tony Marlow
Research Director, Asia Pacific
tony.marlow@nielsen.com
Confidential & Proprietary 2009 The Nielsen Company
3. Internet Trends Have Evolved
End of 2007: End of 2008:
End of 2006:
End of 2005:
End of 1997:
80% online 86% online
79% online
74% online
19% online
53% broadband 74% broadband 84% broadband 97% broadband
0% broadband
4. Internet Uptake has Stabilised (Metro Trend)
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
1998 1999 2000 2001 2003 2004 2005 2006 2007 2008
43% 55% 60% 71% 76% 80% 79% 83% 84% 89%
Male
32% 47% 50% 65% 73% 77% 76% 81% 85% 88%
Total
25% 40% 41% 59% 70% 73% 73% 78% 85% 87%
Female
Q: Have you ever used the Internet? Sample: Aust. Metro adults aged 16+ (n=376)
5. Broadband Uptake Continues, Metro Trend
100%
Broadband is now at virtual saturation
90%
amongst Internet users
80%
70%
60%
50%
40%
30%
20%
10%
0%
Long Range
Dial-up Broadband ADSL Cable
Wireless
86% 20% 6% 16%
2003
57% 37% 12% 24%
2004
40% 53% 25% 30%
2005
21% 79% 46% 24% 4%
2006
10% 89% 55% 24% 5%
2007
3% 98% 65% 14% 21%
2008
Q: What type of Internet connection do you currently have at home? Sample: Aust. Metro Internet users aged 16+
(2007: n=448, 2008: n=756)
6. Max Bandwidth Available Internationally
100
Despite Telstra rolling out 30Mbps plan in
90
selected capital cities, Australia still trails
80
other developed nations for max speed.
70
60
50
40
30
20
10
0
USA
Italy
Germany
Australia
UK
Hong Kong
Finland
Spain
Iceland
Japan
Netherlands
Singapore
South Korea
Denmark
France
New Zealand
Sweeden
Source data: Ovum, May 2007
7. Even with 30Mbps available…
70%
24 mbps +
60%
4%
3%
2%
3% up to 23.9 mbps
6% 8% 1%
1%
1%
50% 6%
10% 11%
13% up to 10 mbps
40%
19%
17%
30% up to 1.5 mbps
16%
25%
20%
38%
18%
up to 512 kbsp
15%
27%
12%
23% 19%
10%
13%
9% 256 kbps
8% 7%
%
Overall Metro Regional Rural
Q: What speed is your home internet plan? Note: Respondents unsure excluded
8. Speeds intended to acquire in next 12 mths
100%
24 mbps +
90%
27%
34% 34% 35%
80%
up to 23.9 mbps
56%
70%
66% 14%
71% 75% 8%
11%
60% 12%
up to 10 mbps
15%
50%
23%
26%
40% 29% up to 1.5 mbps
30%
35%
20%
up to 512 kbsp
20% 18%
16%
10% 12%
5%
8% 7%
4% 256 kbps
3%
2% 2%
0%
Overall Metro Regional Rural
Q:What Internet connection speed do you think you will most likely acquire?
9. 44% use their Internet mobile to go online 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Information: News / weather 41%
Email 38%
General Search 38%
Local Business / Directories Search (eg Yellow pages) 33%
Maps / directions 32%
Mobile Web Search 30%
D'loading ring tones, wallpapers, screensavers 30%
D'loading mobile games 27%
Information: Sports 22%
Instant Messaging 19%
D'loading other applications 17%
Banking 16%
Social Networking 14%
D'loading Music 13%
Watched other Video clips (e.g. YouTube) 12%
Mobile TV 8%
Similar to the past, quick
Auctions (e.g. eBay) 7%
‘snippets’ are the most
Booking tickets 5%
Mobile VoIP (e.g. Skype) 2%
demanded activities from
Other purchases 2%
mobile internet.
Other activities 6%
Not Sure 0%
Q: What activities have you done using a mobile phone Internet service?
Sample: Aust. Internet Population using and ever used mobile Internet
(n=1354)
10. Mobile Services Used, Expected growth 0% 10% 20% 30% 40% 50% 60%
Information: News / weather 41% 13% 54%
Email 38% 12% 50%
General Search 38% 9% 47%
Local Search(e.g. Yellow pages) 33% 12% 45%
Maps / directions 32% 16% 49%
Mobile Web Search 30% 7% 37%
D'loading ring tones, wallpapers, screensavers 30% 8% 37%
D'loading mobile games 27% 5% 32%
Information: Sports 22% 9% 31%
Instant Messaging 19% 12% 31%
D'loading other applications 17% 10% 27%
Banking 16% 10% 25%
Social Networking 14% 7% 22%
D'loading Music 13% 13% 26%
Watched other Video clips (e.g. YouTube) 12% 6% 18%
Have used
Mobile TV 8% 11% 19%
Intend to use (nxt 12 months)
Auctions (e.g. eBay) 7% 7% 14%
Booking tickets 5% 8% 12%
Mobile VoIP (e.g. Skype) 2% 8% 10%
Q: Which do you intend to do using mobile phone internet in the next 12 months?
Sample: Aust. Internet Population using a mobile phone
(n=1354)
12. Media Consumption and Leisure Activities
16.1 +2.4 hrs
Internet 13.7
12.9 - 0.4 hr
TV 13.3
8.8
Radio 9.9 - 1.1 hrs
8.5
PC Offline 8.0
5.4
Video Games 4.6
5.2
Exercise 5.3
5.2
Mp3 4.8
For the second year, TV hours did not
5.1
Books 5.1
increase. The official OzTAM currency also
4.9
Online Radio 4.2
noted a decrease year-on-year.
4.6
PC Video 2.5
4.1
DVD / Video 3.8
3.7
Mobile Phone 3.8
2.8 2008
Newspaper 3.1
2007
2.0
Magazine 2.2
0 2 4 6 8 10 12 14 16 18
Average Hours Per Week
Q: On average, how many hours per week do you spend on the following activities?
Sample: Aust. Internet users aged 16+
(2008: n=1,956)
13. Media Consumption, Age
13.4
Internet 16.2
19.4
15.6
TV 12.6
9.7
11.0
Radio 8.3
6.3
3.9
Newspaper 2.3
2.0
2.2 50 years +
Magzines 1.9 30-49 years
16-29 years
1.9
0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0 20.0
Average Hours Per Week
Q: On average, how many hours per week would you spend on the following activities?
Sample: Aust. Internet users aged 16+
(n=1,956)
14. Simultaneous Media Consumption
80%
70%
60%
50%
40%
30%
20%
10%
%
Overall 16-29 years 30-49 years 50 years+
61% 75% 67% 40%
Internet + TV
50% 44% 54% 51%
Internet + Radio
11% 7% 11% 16%
Radio + TV
19% 15% 14% 28%
No simultaneous consumption
Q: Do you ever do the following at the same time?
Sample: Aust. Internet users aged 16+
(n=975)
15. Frequency of TV + Internet
100%
4%
5%
7% 9%
Less often
8% 10%
8%
8%
12%
80% 11% 12%
9%
Once or twice per
month
20%
22% 22%
24%
% Respondents
60% Once per week
22%
87% Several times per week
85% 86%
83%
22% 20%
40% 22%
Almost every day
20%
34%
31% 31%
28%
Daily
0%
Overall 16-29 years 30-49 years 50 years+
Sample: Aust. Internet users aged 16+ who multi-task Internet/television
(n=563)
16. Frequency of Radio + Internet
100%
11%
12%
14%
Less often
22%
9%
15%
80% 14%
8% Once or twice per
month
16%
12%
12%
% Respondents
60% Once per week
31%
16%
26% 28%
Several times per week
80%
40% 14%
73%
72%
62% 18%
Almost every day
18%
18%
19%
20%
Daily
22%
17% 15%
13%
0%
Overall 16-29 years 30-49 years 50 years+
Sample: Aust. Internet users aged 16+ who multi-task Internet/radio
(n=116)
17. Primary Focus of Attention
100%
17%
90% 22% 22%
25%
2%
80%
2% 2%
14% 2%
10% 9%
70% Equal attention
9%
60% Radio
50% TV
40% Internet
68% 66%
66% 64%
30%
20%
10%
0%
Overall 16-29 years 30-49 years 50 years+
Q: When you are using / watching /listening to more than one of these
(Internet, TV, Radio) at the same time, which one has most of your Sample: Aust. Internet users aged 16+ who multi-task
attention? (n=776)
18. Online Multi-Tasking
100%
92%
90%
81% 80%
78%
80%
74%
70%
62%
60%
50%
40%
30%
20%
10%
%
Overall Male Female 16-29 years 30-49 years 50 years+
Q: Thinking only about online activities, do you ever undertake more than one online activity at the same time (e.g. check
emails while downloading an unrelated file)? Sample: Aust. Internet users aged 16+
(n=776)